Critical Navigation Question

I have spent months going forth between whether or not I should put my long salesletter on the front page of my website or simply make it a first level page that links from index.html.

Most recently, I took it from the forefront in order to create an index.html that loaded in about 10-13 seconds on a 56k.

My big concern as it stands now is that only 11% of my visitors are getting to the salesletter (according to clicktracks). I'm thining of bringint it back to the front for that reason, but would like feedback on whether or not any of the more knowledgeable posters thinks that would be a mistake.

I sell a weight loss ebook, which is basically an impulse buy (unlike ebay or amazon), and feel that I may do better just puting the slower-loading page out front.

On the flip side, I may be better off making the call to action to view the sales letter more compelling.

Thoughts?

Its hard to say without seeing it, but really from a marketing POV, I'd say put the long copy up front and then restrict the links that come out of that page. The less outbound links the better. If the viewer is really captivated by the copy you'll see more conversions. If they aren't, you'll see more people fleeing in terror. Its really a matter of copywritting skills.

I guess it really depends on the item you are selling. We have a pretty similar situation but have a much higher cost product. We have found that While putting the sales letter on the front page assures that every visitor sees it, the conversion rate isnt better and might have been a bit worse. We have found that with moving the sales letter off the home page that we now have LOTS more return visitors etc to our site. It basically boils down to testing each way and measuring the results accurately. Some tips for testing:
Be sure to pick similar traffic months to test each option (dont pick December to test for a Xmas related item etc)
Be sure you only change one variable (dont move the sales letter and add new navigation etc)
Be sure to track not just sales but also visitors and return visitors...
Sorry for the long drawn out post but I hope it helps...

Like you said, it depends. But I know a lot of online marketers that swear by having one incredibly long page at the front with no links going off it. The copy is what draws the reader in and sells the product. Especially for an impulse buy item - you won't see many return visitors (if any at all) so you have to convert them in the first shot. I say put your best pitch forward.

<OT Humor>
Let's help write the copy, shall we?

<h1>Are You Fat?</h2>
<h2>I don't mean a "little overweight", I mean <u>HUGE</u>! Gigantic! Ginormous!</h2>

<br />

<h3>And are you ready for a change?</h3>

<h4>With the Widget Weight-Loss System, you <i>can</i> have the life you've always dreamed of!</h4>

<p>&quote;I used the Widget Weight-Loss System and now I'm a size 1/4! I drive a fast car, and turn men heads everywhere I go! Thanks Widget Weight-Loss!!!&quote;</p>

<p>-Suzi Homeaker<br />
34, Anytown, CA</p>

<h2>Yes, with <u>Widget Weight-Loss</u>, you too can be slender and beautiful!</h2>

<h3>Here's how it works:</h3>

<p>The Widget Weight-Loss System is a self-sustaining, patented* program sold in 8 countries! We have proven results** and hundreds of formerly obese people are now able to fit through doorways without butter thanks to our program!</p>

<p>All you need to do, is <a href="buyme.html">purchase this book <b>now</b></a>!</p>

<p>This is no ordinary book! It actually has no pages! That's right, no pages! Instead it is filled with extra-dense lead. This book weighs over 900 lbs.!</p>

<p>All you need to do is <a href="buyme.html">buy the book</a> then carry it around with you wherever you go*** - its that simple!</p>

* Patent Pending
** Independent lab in Somolia
*** Widget Weight-Loss is not responsible for any mishandling of thier product that may result in injury such as actually carrying it around. Its 900 freakin' pounds - are you nuts?

Slap it out there and see what happens... if that doesn't work try something else... and if that doesn't work try something else... and if that works a little keep trying until you get something a lot better. Giving up easy and quitting after you taste a little money are the biggest mistakes.

You guys are invaluable.

If looking at the site would help anyone, go to http://www.yourbestbodynow.com

A good website is like a conversation. If your homepage "talks" too much, your customer move away from that "bore" and talk to someone else, your competitors.

Personally, I'm not a fan of looooooooong wordy pages full of sales pitches after sales pitches. I'm not convinced their conversion rate is overall better. Rather, I believe, as others have said here, that it depends on the specific product.

People looking to lose weight tend to be impulse, emotion-driven buyers. Why do I say that? Just look at the proliferation of weight loss pills, machines, drinks, gimmicks, fads, and stuff. Those things sell by the thousands and millions.

What I'm saying is this: know your market and your customers. Give them what they want (aka, use what works).

How do you know what works? Well, there's a couple main ways to do it.

1. Personal trial-and-error
As EGOL said, try one thing and if it fails, try something else. Do this until you find something that works.

Pros - you gain better knowledge of what works for your specific product; you learn and improve your web design & SEO skills; experience is a wonderful teacher.

Cons - can be time and resource intensive; patience required; less prone to quick results until you find what works; no known time period before success (it can be one week, one month, one year, etc. before you find what works).

2. Research market results of others
Do some research into your specific market niche. See what has worked in the past, see what is working now (competition), and duplicate it with some slight improvements so that you edge out the competition.

Pros - more likely to have quicker results (not guaranteed, though); using the trial-and-error of others to your own benefit.

Cons - no guarantee it will work for your product; trial-and-error not completely out of the picture (though probably less error and more success).

Personally, I'd try using a shortened version of the sales letter, bringing out the strongest selling points... with one link to more info. Think of it this way: your letter is a 30 minute infomercial. Condense that infomercial to a 30- or 60-second commercial.

That's my view, personally.